Insights from OneDay on how video content can engage your target audience while also helping to strengthen your brand and drive conversions.

4 Ways Video Can Strengthen Your Brand

Stephanie Black

It's not enough to just stand out from the competition in a crowded, sometimes contentious marketplace. You also have to be true to your brand as you go, making it far too easy for organizations to drift from their vision and values with their messaging.

Thankfully, video content is extremely effective at not only distinguishing your brand, but strengthening it as well. That's why I want to spend a few minutes discussing the different ways you can use video to put some muscle on your brand and stay true to who you are and what you represent as an organization.

 

1. Know Your Audience

Think of your messaging as an old school road trip. Before the advent of smartphones and GPS, would you start a road trip without a map? Or even an idea of where you’re heading? Probably not.

However, that's essentially what you’re doing with your sales and marketing strategy without thoroughly getting to know your audience first. Therefore, whether an email campaign, inbound strategy, or paid media ads, you always need to start by identifying your target audience segments and, just importantly, what makes them tick.

It's at that point where video content can really start flexing some power for your marketing efforts. We already know that video is more engaging and impactful than text or even photographs. Thus, it only makes sense to leverage that power for all it's worth, creating videos that interest and connect with your key audience segments while also showcasing your brand.

 

2. Tell a Good Story

Human beings have been storytellers since the dawn of civilization. Literally. There is nothing more engaging than an immersive, well-crafted story to draw the audience in and keep them connected with your content and company.

Once again, video has a significant advantage over other content formats, naturally lending itself to storytelling and quickly connecting with your customers at a deeper level. Even something as simple as a behind-the-scenes video on a production line allows the viewer to put a face to your company and products or services.

Put another way, video helps humanize your messaging. And it's hard to think of something more potent and beneficial to your sales and marketing than that.

 

3. Choose the Right Channels

Going back to my pre-GPS road trip analogy, let's say you've identified your destination and now just have to figure out the best route to get you there. Keep in mind there's a good chance you'll encounter some detours, potholes, and road construction at some point, making flexibility and agility essential for your trip.

Obviously, just identifying your target audience isn't enough, assuming you want to drive engagement. You also need to continuously stay in front of your customers – both current and potential – by understanding which platforms they are active on, especially when their platform preferences change.

Once you've done that, then it's a matter of creating video content that captures and holds waning attention spans long enough for you to convey your message. Fortunately, that doesn't require a Spielbergian effort with a tool like OneDay. In fact, OneDay does the heavy lifting for you.

 

4. Include a Call-to-Action

While you certainly want to make video content that's engaging, informative, exciting, and immersive, it's not going to do you a lot of good if it doesn't advance the viewer down the sales funnel.

That's what makes a decisive, emphatic call-to-action (CTA) so vital to your video marketing strategy and branding – it tells your audience what you want them to do from there. A CTA also speaks well of your brand, letting them know you’re an organization with a distinct sense of direction and purpose, providing them with direct instructions on how to get involved and do business with your company,

Read Next: How to Use OneDay Videos in Your Community’s Communication Strategy

Yes, I know this might sound like a lot to absorb, especially if you're just now dipping your toe into the video content pool. However, simply by choosing the best video sales and marketing platform on the market – OneDay – you're giving yourself a massive head start. And I can't wait to tell you more about what OneDay can do for your brand.

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